YouTube finally enables skippable mobile ads

More producers may start making their videos available for smartphones and tablets, now that YouTube has switched on more mobile output for those devices.

YouTube on Wednesday said it was enabling mobile publishing for its skippable TrueView in-stream video ad format, which lets viewers skip ads after five seconds.

YouTube’s lack of mobile advertising has been one reason a small number of content suppliers bar their YouTube content from going out through YouTube’s mobile and tablet channels.

Vevo is a key supplier of music videos through YouTube, including advertising, but is not available through some of YouTube’s mobile outlets. In February, the company told paidContent monetization was a prerequisite for it pushing its videos out through platforms like mobile and connected TV.

YouTube had previously operated only Promoted Video ads in mobile search results, non-skippable 15-second pre-rolls to its Android and mobile web clients and mobile website banners and branding. Now the skippable format joins these others.

Don’t expect to find the ads inside YouTube’s current, ageing iOS app, however. That was built by Apple. Google will build its own for iOS after Apple’s iOS 6 update rips out the app.